JAECOO – Into the Wild

––––– Problem –––––



JAECOO entered Denmark as a completely unknown car brand in one of the world's most competitive automotive categories. The challenge was compounded by the fact that the global launch materials relied on familiar SUV clichés: mountain roads, dramatic coastlines and extreme off-road adventures.



The problem? Denmark has no mountains, very little off-road driving, and consumers who spend most of their time in cities.



––––– Challenge –––––



How do you launch a new crossover in a market where people rarely drive off-road, yet still dream about adventure?



And how do you make an unknown brand stand out in a category where most SUV advertising looks exactly the same?



––––– Solution –––––



Instead of showing JAECOO exploring nature, we showed nature discovering JAECOO.

The campaign was inspired by a familiar cultural cue: the high-visibility safety vests used to draw attention to something new on the road.

We simply moved the idea from the roadside to the forest.

Animals suddenly appeared wearing reflective vests, as if they had noticed that something unfamiliar had entered their habitat.



The platform, *New to Nature*, positioned JAECOO as a new arrival in the wild. Not by placing the car in another spectacular landscape, but by turning the car itself into the unusual element in nature.



The idea extended across film, social media, outdoor, digital advertising and activation. We even created wildlife tracking guides hidden in glove compartments, helping families identify local animal tracks — and one unexpected newcomer.



––––– Results –––––



In a country of just 6 million people, the campaign reached 3.8 million unique consumers.

More than 43,700 people actively chose to learn more about an entirely new car brand by visiting the website.

The campaign delivered a 3.4% click-through rate — more than five times higher than the automotive benchmark.

862 qualified leads were generated at a cost of just €11 per lead.



Most importantly, the campaign generated more demand than the number of vehicles available for delivery.